Contemplating whether to choose search or display for your next campaign? How about both? In a new study, Eyeblaster Research explains how the search and display channels complement each other. Each channel works better on a prospective customer at a different stage in the marketing funnel, thus generating touch points all the way from the initial awareness to purchase.


According to the study, each channel plays a unique role in the campaign. While search harvests prospective customers that are already in the marketing funnel, it reaches a limited number of people. Display increases reach by soliciting as many customers as possible and moving them into the funnel.


For the purpose of this study, Eyeblaster Research analyzed hundreds of cross channel search and display campaigns that were delivered through Eyeblaster’s Channel Connect for Search (CC4S). CC4S enables effective management and integration of search and display campaigns, unified reporting and easy comparison of cross channel results. According to the analysis, 72% of the conversions of cross channel

search and display campaigns are a direct result of the display channel while only 28% are the result of the search channel.


Nevertheless, cross channel campaigns create a powerful combination by pushing customers into the
marketing funnel and pulling them towards the purchase. With cross channel search and display campaigns, advertisers can enjoy both worlds—the broad reach of display advertising and the focused targeting of search marketing.


For the full research, follow this link.


Ariel Geifman | Research Analyst